Apple is doing a better job of inspiring loyalty among customers than its rivals in the mobile marketplace, according to a report.

Market research firm GfK said that 84 percent of iPhone users they surveyed said they would pick the iPhone again, Reuters reports.

The figure for current Android users who said they would pick Android ahead of another mobile OS was 60 percent, GfK said. For RIM's BlackBerry handsets, the figure was just 48 percent.

"The scope for brands to lure customers from rivals has diminished and the richest rewards will go to those providers that can create the most harmonious user experience and develop this brand loyalty," GfK said.

Around 4,500 people in the UK, France, Germany, Italy, Spain, Brazil, China, the United States and Japan were questioned in GfK's survey.